Inside Business Insider’s European expansion

Jessica Davies of Digiday writes about Business Insider’s expansion in Europe.

Davies writes, “Since hanging its London shingle, Business Insider has grown the audience even if it doesn’t have the reputation: ComScore numbers show it to be the largest business news site on the Web for British readers, Edwards points out.

“BI covers finance, tech, advertising, lifestyle, and politics verticals, and stories range in format from a single sentence accompanying an image to 10,000-word pieces. ‘Our two biggest verticals are tech and finance news. That’s our brand identity: the cake,’ said Edwards. ‘Everything else is the icing.’

“It posts a lot of icing in the form of aggregated content and lifestyle fare. Still, the site’s best-performing stories tend to be quality pieces written for its core audience, said Edwards. He cited ‘Inside the crash of London’s £2.7 billion Unicorn Powa,’ which has had more than 17,209 pageviews since it published on April 22. Of course, the deck may have helped with clicks: ‘Topless dancers, champagne, and David Bowie.'”

Chris Roush is the Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

This website is operated by Chris Roush, who teaches “Writing and Reporting,” “Business Reporting,” “Economics Reporting,” and “Business and the Media” at the University of North Carolina at Chapel Hill.